Landon Huffman. (High Rock Vodka Photo)

High Rock Expands With Huffman For Season

GATLINBURG, Tenn. — High Rock Vodka will expand its partnership with Landon Huffman and Huffman Racing for this year, encompassing nearly a dozen races across multiple series, including primary sponsorship of a modified car for the first time.

The craft vodka brand will appear on the No. 98 Shamrock Motorsports modified that Huffman will pilot throughout the World Series of Asphalt at Florida’s New Smyrna Speedway. Huffman will drive the No. 98 High Rock tour modified in five races over five days at the World Series of Asphalt beginning Feb. 12, and culminating with the Ritchie Evans Memorial 100 on Feb. 16.

High Rock will also serve as the primary sponsor for five of Huffman’s races on the CARS Tour, where he will drive the No. 37 late model for Jimmy Mooring Racing, including a four-race stretch beginning at Huffman’s home track of Hickory Motor Speedway on April 6 through the CARS Tour stop at North Wilkesboro Speedway on May 15. Huffman was named the 2023 CARS Late Model Stock Tour Most Popular Driver.

On Oct. 19, High Rock will support Huffman as he performs double duty at North Wilkesboro (N.C.) Speedway, driving the No. 37 late model in the CARS Tour finale and the No. 98 modified in the SMART Tour event held that afternoon. High Rock will serve as the primary sponsor on both cars.

“I am honored to extend my partnership with High Rock Vodka and my friends at Sugarlands Distilling Company for 2024,” said Huffman. “We developed a strong core in our first year working together and I’m confident we will continue to do more of that in the coming season. Thank you to Sugarlands staff and the Earnhardts for believing in a short track racer.”

In addition to the CARS Tour and modified races, High Rock Vodka will support Huffman at various other touring and weekly series events on the No. 75 late model throughout the season. High Rock and Huffman will also collaborate on content chronicling Huffman’s season. 

“Landon has been a tremendous ambassador for High Rock, and we’re thrilled to continue supporting his on-track efforts in 2024,” said Patrick Sullivan, Sugarlands chief revenue officer at Sugarlands Distilling Company, who produces High Rock in partnership with Earnhardt Jr. and Amy Earnhardt.

“We’re big believers in Landon as he exemplifies what it means to go after your dreams and strive for those High Rock Moments with everything you have. “